Brazilians are famous for being extroverts. But when it comes to the

bathoom experience, poo is taboo.

Studies have shown it's very difficult for people to discuss their bathroom struggles with their doctors.

So how can the #1 toilet paper brand improve the customer's experience beyond its products?

The agency designed a solution that sparks this dialogue, provides information and functional support for the ideal poop position, and disguises perfectly as a bathroom magazine.

Number 2 is the first magazine that helps you poop. A simple and discreet life hack that makes all the difference.

A relatively small-budget project (client won't allow disclosure), Number 2 Magazine kicked off in gastroenterologists' & proctologists' offices in São Paulo, handed by doctors to selected patients along with Neve® samples.

Neve®, the leading toilet paper in Brazil, breaks the "poo taboo" with a solution that had always been there: the good old bathroom magazine.

It's designed to be everyone's perfect toilet companion, handed to patients by gastroenterologists, proctologists and nutritionists along with Neve® samples.

Each issue has a stylish cover inspired in the struggles women experience at poop time – or in the freedom they feel afterwards.

On the inside, relevant information on fiber, hydration and healthy living.

And for the grand finale… join the covers together, and the magazine turns into a footstool that raises your knees to a perfect 35-degree angle. Science shows this is the ideal position to poo:

> 71% reported faster bowel movements;

> 5x more people report a "very easy" experience;

> 90% reported less straining to defecate.

When you're done, just fold the magazine back up. And it's ready for your next #2.

We came up with a solution that sparks a dialogue, provides information and functional support for the ideal poop position, and disguises perfectly as a bathroom magazine.

Since nearly 1 in 3 people report some degree of constipation, we kicked off the Number 2 Magazine project as an activation that took place at a large gastroenterology/coloproctology clinic in São Paulo. Partnerships with medical and nutrition societies are also being envisioned for the near future.

The idea is to add value to the Neve® brand, by owning the entire "pooping process" – infos on healthy fiber consumption, hydration, exercise, taboothe ideal posture at the very end.

As a campaign kick-off, magazines were handed by doctors to a group of selected patients along with Neve® samples at a large Gastroenterology clinc in São Paulo, Brazil.

As the project unfolds, several activities are planned, including: e-commerce and point of sale combos (Neve® + Number 2 Magazine), distribution at congresses (gastroenterology, coloproctology, nutrition), partnerships with hotel chains and selected digital influencers.

Number 2 is the first magazine that helps you poo. A simple and discreet life hack that makes all the difference.

Number 2 Magazine has proven to be a great brand asset for Neve®.

It's a key differentiator in a highly commoditized market, adding value in line with the brand's sensorial comfort promise.

Consumers who were impacted report a much more "satisfying experience" when pooping with the help of Number 2 Magazine. It works!

Science shows this is the ideal position to poop:

> 71% reported faster bowel movements;

> 5x more people report a "very easy" experience;

> 90% reported less straining to defecate.

Number 2 Magazine is also a great ice-breaker for doctors to discuss digestive problems with their patients, according to gastroenterologists and proctologists who engaged in the campaign.

Also, while the magazine's design is pleasant and straightforward, doctors clearly note its scientific relevance.

And since the Number 2 magazines are offered along with Neve Premium Comfort® samples, a high conversion (ROI) is expected from this sampling initiative.